While YouTube can do your small business a lot of good, promoting your brand and broadening your audience, you shouldn’t take your YouTube marketing success for granted. The truth is that there’s a lot of entertaining video content on YouTube that doesn’t get nearly enough views and shares as the makers would expect, and that never goes viral. Why? Because of one of the following three mistakes which you should avoid.
1. Valuing View Counts Too Much
The more views your videos get, the better, but that’s not all there is to video marketing. In fact, engagement levels are far more important; wouldn’t you prefer to have ‘only’ 10,000 views and 100 conversions than 100,000 views and just 10 conversions? Include a call to action at the end of your video and a clickable link in the description, and avoid making videos that, though entertaining, stray from the purpose of your business.
Pay attention not only to views, but also to shares (some shares, like Facebook and Twitter shares, are more valuable than others), time spent watching the video, and what action the viewer took once the video ended.
2. Not Having a Distribution Plan
Because nowadays content overload is the norm, it’s not enough to publish great video content — you need to encourage people to discover it by actively distributing it on YouTube and other online channels. This doesn’t have to mean paid distribution, but talking about your video on your website, sharing it on other social sites, and continually reminding people about it until, overwhelmed by curiosity, they will check it. Above all, you must be patient and continue to try to push your video content into the limelight, and not just forsake it if it doesn’t go viral in the days after you upload it.
3. Focusing Too Much on YouTube
If you give YouTube too much attention, neglecting other online video channels like Vimeo and Facebook videos, you may actually sabotage your own video marketing campaign. Lots of videos that reach the peak of their fame on YouTube have started their life on smaller, niche video networks. There are too many alternatives to YouTube to be listed here. Just a bit of digging in and around your niche before you post your video on YouTube will help you discover worthwhile video networks.
Try to avoid the three crucial YouTube marketing mistakes above and your video marketing will be much more effective.